Registration is open for the second annual Mobile FirstLook: Strategy 2013 conference Thursday, Jan. 17, 2013 featuring speakers from Coca-Cola, Sephora, Nissan, Museum of Modern Art, Citi, MillerCoors, National Hockey League and JetBlue Airways. This daylong New York event is a must-attend for brands, retailers, ad agencies and publishers looking to develop and implement mobile-first strategies and tactics in 2013, a year where consumer expectations of smartphone and tablet experiences will soar.

At this exclusive summit organized by this publication at the National Museum of the American Indian across from Manhattan’s Battery Park downtown, attendees will get to listen and meet with key executives moving the needle for mobile advertising, marketing and commerce. The conference, whose agenda is below, will be limited to only 200 delegates.

“Marketers heading into 2013 have to be aware of a simple fact: a competitive strategy without a mobile-first approach will only lead to loss of customers and market share,” said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily, New York.

“With more content consumed and commerce conducted on smartphones and tablets, consumers have voted with their feet with how they want to be reached, wooed, rewarded and served,” he said. “What mobile offers is the ultimate freedom and choice for consumers to make decisions as and when they want to. It is not the technology that is mobile, it is the consumer.”

9 a.m. – 9:45 a.m.Opening KeynoteCoca-Cola: Mobile – the closest you will get to your consumers
Without doubt, Coca-Cola is one of the world’s most admired marketers. The soft drinks giant has set the pace for brands looking to dialogue with their customers via the most personal channel of all time – mobile. Coca-Cola customers are engaged worldwide via all mobile channels including SMS, mobile Web, applications, QR codes, social media and games. The company understands that its customer is rapidly adopting a mobile lifestyle, with tremendous repercussions for brands and retailers. This session will discuss:

 Who are today’s mobile consumers and what are their expectations of brands and retailers?
 Coca-Cola’s mobile philosophy and how it works in the multichannel context
 Lessons learned from the holidays, London Olympics and last year
 Case studies
 Best-practice tips

10 a.m. – 10:45 a.m.Sephora: How the world’s largest retailer of fragrances and beauty products views the future of mobile retailSephora is a key unit of Louis Vuitton Moet Hennessy, the world’s largest luxury goods conglomerate with 1,300 stores in 27 countries. The chain sells perfumes, colognes, cosmetics and beauty products geared to women who are at the forefront of tech early adopters in retail with a heavy involvement in mobile and social commerce. It is also the leader in ecommerce as well as mobile commerce and marketing with a mobile site and application that are supported by mobile advertising, marketing and social media. In this session, the attendees will learn:

 Sephora’s focus on mobile as its target market of women continues to adopt mobile and social commerce at a rapid pace
 The chain’s mobile strategy for the year ahead
 How Sephora sees mobile payments as the next frontier for the evolution of digital and bricks-and-mortar retail
 Why mobile is a form of customer service helping consumers navigate to the best products
 Key best-practice tips

11 a.m. – 11:45 a.m.Nissan: How a leading automaker strives for mobile relevance with the tech-savvy consumer
While other car companies cull their portfolios, Nissan is on a roll. As the world’s sixth-largest automaker, the Japanese-owned firm produces cars and SUVs under brands such as Altima, Maxima, Leaf, Versa, Sentra, Pathfinder and the upscale Infiniti. Nissan relies heavily on marketing to drive consumer engagement and, ultimately, traffic to dealers. Moving with its audience, Nissan has developed advanced mobile advertising, marketing and gaming initiatives to attract new business and retain the loyalty of existing customers. This session will discuss:

 How mobile dovetails with Nissan’s focus on propelling technology to the forefront of not only product design but also business and marketing strategy
 The mobile expectations of today’s auto buyer
 How Nissan is driving its bottom line with smart mobile programs that keep the marketer relevant with auto buyers
 Successful mobile executions that showcase smart thinking

Noon – 12:45 p.m.Museum of Modern Art: Using mobile to expand the museum experience
The Museum of Modern Art in New York houses the world’s finest collection of modern and contemporary art.Many of MoMA’s visitors arrive with smartphones in hand, while others use tablets to access its sites and applications. Over the last couple of years, the museum has launched a general MoMa phone app, a collection/exhibition-specific iPad app, mobile Web sites and an activity app geared toward families. The session will focus on:

2 p.m. – 2:45 p.m.Seamless: Mobile lessons for consumer-facing products from the leading digital food ordering serviceSeamless is one of the most comprehensive sources for local restaurant information and online ordering for more than 2 million members and many of the world’s largest companies. It is the market leader in the space and the only company to offer a full fleet of mobile products. Seamless processed more than 1 million mobile orders in 2011, with mobile currently representing more than 40 percent of order volume on peak weekend days. This session will discuss:

 How to understand the product’s use-cases and how to harness them for better product development  How to increase ROI via cross-platform mobile development
 Seamless’ approach to mobile
 The importance of listening to your mobile customers, what they say and what they do
 How to know when to create a native application for a new operating system
 Best-practice tips and 2013 projections

Speaker:
Lizzy Klein, vice president of product, Seamless

2:45 p.m. – 3 p.m.

Break

3 p.m. – 3:45 p.m.Citi: How one of the largest financial institutions uses Big Data analytics to deliver targeted offers
With its tentacles in almost every aspect of financial services, from retail banking to managing investment portfolios and trading, Citi daily generates mounds of data for itself and clients. The company invested heavily in mobile as the medium developed, continuing to offer services to individual and institutional customers over smartphones and tablets to complement in-branch and online offerings. Delegates to this session will learn:

 How Citi’s approach to mobile is unique
 Using Big Data predictive analytics in combination with mobile technology to deliver targeted mobile offers to Citi customers on behalf of retailers and other institutional clients
 Defining the merchant value proposition
 How to close the loop on measuring ROI
 Citi’s mobile outlook for 2013

4 p.m. – 4:45 p.m.MillerCoors: Why mobile is a key social medium for the nation’s No. 2 brewer
MillerCoors is known for beer brands such as Coors, Coors Light, Blue Moon, Miller Lite and Mickey’s, advertising them heavily across all channels. But as most marketers are realizing, the smartphone is where beer drinkers are planning their social life. In this session, attendees will learn:

 MillerCoors’ emphasis on mobile to extend the consumer engagement
 How the brewer connects its customers with their passions and the meeting place via the smartphone
 The role of mobile advertising, mobile gaming and SMS in building a relationship with the MillerCoors audience
 How to drive traffic to retail with mobile ploys
 Best-practice tips

Speaker:
Steve Mura, director of digital marketing, MillerCoors

4:45 p.m. – 5 p.m.Break

5 p.m. – 5:45 p.m.Closing KeynoteJetBlue Airways: Developing a focused mobile strategy in an era of heightened customer expectationsNo question, mobile has transformed the way that consumers work, live and play. But what about air travel? Whether for business or simply for pleasure, mobile technology has affected all phases of the travel lifecycle. With advanced data networks and increased smartphone adoption, travelers now have instant access to information almost anywhere, anytime. This session will dive into these topics as well as discuss:

 What mobile means to JetBlue and how it translates to customers
 Why building a solid mobile strategy requires a strong foundation
 Dissecting JetBlue’s mobile offerings and its focus on customer service before, during and after the flight
 Case studies
 Best-practice tips
 JetBlue’s outlook for mobile in 2013